Vive Cosmetics, though, the Spanish slang for “bad-ass woman” makes perfect sense. Founded by Latinas Leslie Valdivia and Joanna Rosario, the makeup brand is unabashedly for la cultura y comunidad of Latinx consumers. No matter if they’re first or fifth generation, are Black, brown or white, speak Spanish or not a lick, and prefer full-beat faces or subtler looks, Vive Cosmetics celebrates them and the range of Latinx existence